Bauer Media consolidates automotive content under one roof with launch of WhichCar Network

Bauer Media is consolidating the content from automotive sites Wheels, Motor, 4X4 Australia, Unique Cars and Street Machine into one hub, the WhichCar Network.

The new website will seek to serve new car buyers’ needs as well as car enthusiasts, by housing content such as news, reviews, advice and video content, from the various titles.

The network includes Bauer Media’s Wheels, Motor, 4×4 Australia, Unique Cars and Street Machine brands

Terry Williams-King, Bauer Trade Media Group’s general manager, said the network was looking to become the number one content-led automotive website. Other platforms in this space include and

“WhichCar is unique in that it delivers what new car buyers need and what car enthusiasts want. By bringing together the passionate audiences of Australia’s premier motoring titles, and combining it with WhichCar’s already considerable consumer following, we expect to significantly boost Bauer’s overall share of the online automotive audience,” said Williams-King.

Ged Bulmer, Bauer Trader Media’s general manager of motoring, said the network would build on Bauer’s ability to create engaging car content.

“The WhichCar Network caters for every step of the journey for both the motoring consumer and committed enthusiast, delivering more great content for new car buyers, intenders, modifiers and old-fashioned car nuts than any other Australian media outlet,” Bulmer said.

Matt Rice, Bauer Trader Media’s motoring sales director, said the new network connects consumers directly with automotive manufacturers.

“Our trusted editorial brands occupy an important space in the new car purchase funnel and we already send thousands of quality leads directly to manufacturer websites each month,” Rice said.

“The WhichCar Network allows us to expand our audience segments to reach not only male auto intenders, but also the mass female audience on Bauer’s To Love network. In short, we’ve never been in a better position to connect our advertisers with Australian new car intenders.”


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